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In spite of all the established advances of modern medicine, certain people are drawn to alternative or “natural” remedies and approaches. A number of these do no harm. As a cancer specialist observed recently, people receiving cancer treatment will often try meditation or vitamins too. When such a practice is alongside, and not instead of, scientifically-backed treatment, this is typically not a problem. If it lessens distress, it can be beneficial.

The Proliferation of Digital Health Influencers

But the proliferation of online health influencers poses challenges that authorities and oversight bodies in many countries have yet to grasp. A recent inquiry into one such business offering membership and advice to expectant mothers has revealed dozens cases of third-trimester stillbirths or other severe injury involving mothers or birth attendants linked with it. While the company is based in North Carolina, its influence is international.

“Across whole populations, going through labour and birth without professional support is associated with higher levels of risk for mother and baby,” according to a expert of midwifery.

Understanding the Risks and Context

Childbirth without medical assistance, known as free birth, is permitted in countries including the UK and US. The risks are poorly documented due to a lack of reliable information. Childbirth can be a frightening prospect, and excellent care is not guaranteed. In England, a shocking recently published report found a large majority of maternity units to be unsafe or in need of improvement.

Concerns of medical systems and particular, persistent issues with maternity care are in many cases justified. A significant number of the women interviewed for the investigation had previously experienced traumatic births.

Skepticism and the Spread of Misinformation

But while distrust of institutions may be rooted in experience, it has also proved to be a fertile ground for other influencers looking for converts to their unorthodox methods and DIY ethos. During the pandemic, a “well-being” industry ostensibly focused on healthy living was implicated in spreading falsehoods about vaccines and feeding suspicion about government advice.

Worry is growing that such ideas are acquiring more general traction. One presentation given at a cancer conference focused on misinformation, which it said had “significantly deteriorated in the past decade”. This investigation shows that behind the image of an rebellious community lies an enterprise that coaches women as social media influencers as in addition to birth attendants. The group does not claim to be a qualified medical provider.

The Requirement for Safeguards and Reforms

There is no going back to a time when doctors were presumed to know best. Huge quantities of scientific research are made available online and many people use these to beneficial effect. But there is also a need for protections from poor advice. It is widely understood that the algorithms used by tech companies promote increasingly sensational content.

In the UK, improvements to childbirth care are urgently needed. They must include the option of home birth and the availability of data to support women in choosing their care. Policymakers and organizations such as the World Health Organization should also create strategies for the information ecosystem so that science-based healthcare is not compromised.